Dulux was in a challenging position as brand awareness was high but consideration to purchase was in decline due to Dulux’s comparatively higher prices. The mini boom in DIY projects over the 2020 UK lockdowns had started to slow meaning penetration was also falling. To inspire consumers to pick up a paintbrush, Dulux aligned with a culturally loved DIY TV program from the 1990s, ‘Changing Rooms’. Bringing back this show as an Ad Funded Program with Channel 4, allowed Dulux to increase the category penetration by 4 percentage points, despite investing only 25% of the annual marketing spend.